Consumer research had shown that shoppers responded better to Bake to Perfection when they understood how it fitted into a complete meal and what other foods it went with [Truth U&A May 2011], said Johnny Corbett, senior brand manager for fish at Birds Eye. Shoppers were also looking for more special mid-week meals. "As a result, we are relaunching the entire range with packaging that will have a more premium feel and offer recipe suggestions." The relaunch will be backed by a £1.2m TV ad campaign.
Two new flavours will be added to the Bake to Perfection portfolio cod fillets with olive oil, rosemary & tomato, and haddock fillets with white wine, wholegrain mustard & spring onion.